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Volume 6 No. 215

Marketing and Sponsorship

Real Madrid has agreed to a new shirt sponsorship deal with Emirates airline for the next five seasons, according to Mark Elkington of REUTERS. Real Madrid President Florentino Pérez: "It is a new era for two global brands that will help us in our quest for new triumphs. It is one of the most important agreements in the history of the club" (REUTERS, 5/30). In Madrid, José Félix Díaz reported the price that Emirates will pay for the Real Madrid shirt for the next five years is €150M ($195.6M). Real Madrid is guaranteed €25M ($32.6M) per season, a value that could reach €30M ($39.1M) depending on Real Madrid's athletic success. Emirates becomes Real Madrid's main sponsor, filling a spot that online gambling company bwin took over in '07 for €20M ($26.1M) per season (EL CONFIDENCIAL, 5/30). THE NATIONAL reported "the new agreement also contains a number of additional hospitality rights, including a branded VIP Lounge at the stadium, additional player access and further advertising rights." Emirates Airline Group Chair & CEO Sheikh Ahmed bin Saeed Al Maktoum said, "The announcement of our shirt sponsorship propels our relationship with Real Madrid to a whole new level. Aligning ourselves with an international powerhouse like Real Madrid helps to amplify our brand message by creating more meaningful connections with sports fans around the world." Sheikh Ahmed said earlier this year that his company's '13 sponsorship spending would be about Dh1B ($272.3M) (THE NATIONAL, 5/30).

Telecom company Dialog Axiata has agreed to one of Sri Lanka’s biggest sponsorship deals with a three-year arrangement supporting Sri Lanka Cricket, according to the DAILY FINANCIAL TIMES. Dialog said that it has "entered into a binding contract" with Sri Lanka Cricket as the official sponsor of the national men’s and women’s cricket team, at a value of Rs. 754M ($6M) plus tax. In a statement, Dialog said, "Under the terms of the contract, Sri Lanka Cricket has awarded Dialog Axiata, the title of 'Official National Team Sponsor of Sri Lanka Cricket,'" covering all tours both in Sri Lanka and overseas, of the national men’s and women’s cricket teams for a period of three years," commencing June 1. Dialog has already paid Sri Lanka Cricket an estimated 40% of the contract "value several weeks ago" (DAILY FINANCIAL TIMES, 5/28). EMIRATES 24/7 reported industry competitor Sri Lanka Telecom Mobitel, which was originally contracted for three years, "will be replaced by Dialog." Many analysts said that Dialog’s "magnanimous bid shows the true expression of enthusiasm it has to promote the much loved sport" in Sri Lanka, with a strong int'l following (EMIRATES 24/7, 5/29).

Zimbabwe Premier Soccer League clubs Dynamos and Highlanders have agreed to kit sponsorship deals with adidas, according to Eddie Chikamhi of the Zimbabwe HERALD. The two clubs will "get a supply of playing kits and training kits and, for the first time in more than 10 years, they can also have genuine club replicas that will be sold to their fans." The deal "has been facilitated" by the clubs' parent sponsor, financial service provider BancABC (HERALD, 5/29). NEWS DAY reported the two clubs have "already donned some of the new kits" for the '13 season. On the issue of replicas, Dynamos fans "have been depending on" London club Chelsea’s jerseys, while Highlanders fans "have been content with the Orlando Pirates, Juventus and Newcastle outfit, in addition to some backyard-sewn jerseys." The bank also pays players’ and the technical teams’ salaries. Early this year, the bank unveiled a $165,000 sponsorship "for Dynamos for their CAF Champions League campaign" (NEWS DAY, 5/29).

Land Rover has named former English rugby union captain Lawrence Dallaglio its global brand ambassador. Dallaglio will join The British & Irish Lions on tour in Hong Kong to launch the All-New Range Rover Sport in South China. Land Rover is the official sponsor of the tour (AUTO EVOLUTION, 5/30). ... League One side Oldham has renewed its partnership with First Choice Homes Oldham, which will continue its sponsorship of club mascot Chaddy The Owl (Oldham). ... Indian mobile phone company Celkon Mobile will title sponsor the tri-nation cricket series "including India, Sri Lanka and the West Indies, starting next month in Jamaica.” The series, which runs from June 28 to July 11, “will be known as the Celkon Mobile Cup” (IANS, 5/27). ... Newly promoted Bundesliga club Hertha BSC Berlin "is celebrating its return to the top flight with its first fan card." The fan card, which looks like a credit card, "includes one gram of pure gold." The collectors item will have a price tag of €99 ($129) and is limited to 555 copies (BERLINER KURIER, 5/28). ... Handball Bundesliga (HBL) club HBW Balingen-Weilstetten has signed a new five-year deal with Ticketmaster as its official ticketing partner (HBW Balingen-Weilstetten). ... U.S. bike manufacturer Trek "is set to take over the title sponsorship of the RadioShack-Leopard team in 2014, with Fabian Cancellara likely to stay with the team and Luca Guercilena continuing as team manager" (CYCLING NEWS, 5/27). ... The Dutch Eredivisie "has appointed Opta as its official data partner for the next four years," in a deal that will begin with the '13-14 season (SOCCEREX, 5/30). ... POC, the Swedish marketer of helmets, eyewear and protective solutions, moves into sponsoring roadbike athletes by contracting Gustav Larsson. The Swedish Silver Medalist in the Beijing Games will wear POC subsidiary Black Diamond Equipment’s eyewear collection and support POC in the development of new sunglasses (ISPO).